RELATIONSHIP
BUILDING = P + P SQUARED
Have you ever been in this situation? Your competition already has the
account, and the prospect has no reason to make a move. Especially since your competition
is performing to their satisfaction.
INSIGHT:
Landing this prospect will be a challenge, if possible at all. However, if it is a
top prospect, someone you would love to have as a client, there's no need to give up. My
formula for achieving success in this case is PERSEVERANCE + PATIENCE, SQUARED! We need to
go after these kinds of accounts in unique, creative ways.
Continual calling for an appointment is a waste of their time, since
they are feeling no pain. You cannot sell these people (Yet) because they have no need for
what you are selling.
STRATEGIES - POSITIONING
·
In this case we are in no position to sell, but we are in a place to position. If
this is an account you really want to land, you have to adjust your sights to the
future. Therefore, you need to position yourself to be their first choice should
their present vendor fall down on the job. Learn as much as possible about their personal
likes and desires. Also research their company in depth. Answer these question,
“What turns them on besides their job?” What do they like to do with their free
time? Hobbies? Golf? Health Club? Collecting? What volunteer activities or charitable
organizations do they take a special interest in? People have a multitude of
interests outside of work that make up who they really are. Your job is to find their hot
button.
·
OK, I’ve found their “Hot Button.” So, what do I do with it? Now is
the time to become creative. Keep in mind, this is an account you have no chance of
landing at this point. However, seldom does an account retain the same vendor forever
- or even for a lengthy period of time. I worked with an Advertising firm once. Their
biggest single sales sin was to put all their eggs in a few baskets. They would have one
or two major accounts and a lot of small accounts. Whenever they landed a new big account,
their follow up became predictable. They would work very hard initially, throwing the very
best people and resources the firm had to offer at the account. Once they had shown that
they could do a great job, some of those allocated to this client would be made available
for other work. When the add campaign was not quite as wonderful in the second or third
year, or when the person in charge of making decisions about add firms changed jobs, their
hold on the client became less firm. Eventually they left.
As with this example, a number of things can happen that can result in a
change in service providers. Or, at the very least, they may undergo a review process
that will allow new vendors to showcase what they have. Your strategy today and
tomorrow is to position yourself to be among the first to be called. No, I take that
back. Your strategy is to be THE first to be called, and the sentimental favorite prior to
making your pitch. Here are some strategies to employ:
1. Send Personal Notes - Having note cards made up with your company
name on them is a nice professional touch, but you can also use simple, blank cards as
well. Find a reason to send your client a note at least once every two months. The first
one should not have any kind of sales pitch in it. Initially your strategy is simply
to establish a personal relationship. You do not have to say a lot in the note. Too much
verbiage kills the impact. Two or three sentences are plenty, the key is to make what
you are saying have impact - be meaningful to them. Make your words, and thereby
your message, count.
EXAMPLE: First Note - “I fully
understand and respect your decision not to make a change at this time. At the same
time, I thoroughly enjoyed meeting you on Monday. If I can ever be of service, please
don’t hesitate to call.”
Later Notes - “I came across the enclosed article and
thought you may find it of interest.” “We’ve just added a terrific
new service that may be of interest to you. I’ll call to share some information
with you Monday.” “We may have a new, highly effective strategy that will
improve your bottom line. May I call you?” (Of course you can...just pick
up the phone.) "I remember that you are an avid golfer. I was fortunate to get
my hands on tickets to the upcoming LPGA (Or other event as appropriate). I would
like to invite you to attend as my guest.”
NOTE: Some of the more professional companies
are now encouraging their people to send notes in order to build strong
relationships. Therefore, you need to do a few things to make this work in your
favor.
1. Realize that in companies where sales people are mandated to do
things, like send notes, only a small percentage will follow through. That’s the
good news. The bad news is that those who will are the most successful ones on that
company’s staff. All the more reason for you to make an effort. Many people will
think this is a good idea, but will not be motivated, or organized well enough to make the
effort. Do it. Put your-self in the minority.
2. Don’t just write a note - hand write the note. A hand written
note, says you took the time to reach out to them on a truly personal level. I’m sure
you have received notes and cards with the person’s name imprinted on them. How
special do you feel upon receiving a correspondence that looks mass produced. Even the
signatures on some cards are pre-printed.
3. A personal sized note will stand out in the mailroom, and shout,
“Personal.” Especially if you hand write the address. You will have a much
greater chance that your note will find itself to your prospects desk, faster and on top
of the short stack that makes it that far.
4. Consider having a short statement printed on the cover of your
note’s that will work as a subtle advertising message. Maybe a couple sentences
from your mission statement, or statement that you want to be known by.
2. Use Post It Notes - You may come across an article that may be of
interest. Perhaps you find a report that you think they may find value in, simply
attach a post it note with a simple statement, “I thought you might be interested in
this.” Sign it and send it off.
INSIGHT: I do not simply hope that I come across an article
they may find interesting. With the technology of today it’s easier than ever to
access information of any kind. Use the internet and search for information that fits your
prospects interest. There are also internet news services. These are subscription
services that will forward information on a particular subject to you.
3. FAXES & E-MAIL - Send news you think is of a timely nature to
your prospects via fax. If you know they utilize e-mail, use that medium. This will
show your prospect that you are a serious business person who understands the importance
of prioritizing and being timely with information |
